Airbnb – City2Surf Partnership

Challenge

Airbnb was a major sponsor of the 2015 City2Surf and wanted to take first place as accommodation provider for partcipating runners. Runners are a competitive bunch, and demand the best of themselves and their accommodation. We wanted to show them that our properties were at the top of the podium.

Idea

We wanted to tap into the expertise and authenticity of influencers who speak to everyday health and fitness to showcase the unique experience that comes with ‘Living Like A Local’ with Airbnb.

Execution

Touch engaged health and fitness influencer Dani Stevens to stay along the City2Surf route in an Airbnb property, developing content that brought to life the story of what it would be like to stay the weekend of the City2Surf in an Airbnb. She highlighted the location and accommodation whilst also giving her community tips on where to eat and visit as well as pre-race training tips.

Results

The activity resulted in 67 pieces of content, showcasing an 85% key message penetration. Our content generated a total of more than 17,000 engagements and by completion of City2Surf, our cost per engagement finished at just $0.49.